Blogs in E-commerce. Report by Elephate and Senuto

illustration: freepik.com/ai/image-editor

Analyzing the activities of the most popular e-commerce brand blogs, the Wrocław-based agency Elephate, in collaboration with Senuto, examined the practices used to drive organic traffic. Key factors were examined, including:

• topic selection and content development,
• language and style of the text,
• sales support strategies,
• SEO aspects,
• and content authorship.

Each industry leader received an individual analysis, showing how crucial the content section is to the website.

Most Popular Topic: Health

It turns out that the most popular e-commerce blogs are run by brands in the health sector. Content sections on sites like Wapteka.pl and DOZ.pl generate the highest organic traffic and are the most frequently read by users. The report authors cite these brands as examples for online stores in this industry to follow.


The full podium of e-commerce blog popularity is as follows:

• health industry
• pet product stores
• jewelry services.

On the other hand, fashion and supplement stores have the lowest average organic traffic per single article.

Topic and Keywords

The marketplaces, such as Allegro, Morele, and Ceneo, publish the most articles. However, the analysis shows that blogs with the most articles don’t always generate the most organic traffic. It’s essential that content is created on topics that interest the target audience.

It’s also important to note that topic selection is just as important as content optimization itself. Blogs with the highest number of keywords in the TOP 3 and TOP 10 search results don’t always generate the most organic traffic. The popularity of targeted keywords plays a significant role.

A significant issue is the high percentage of articles that don’t generate any organic traffic. On the analyzed blogs, these articles account for almost 27%, meaning that more than a quarter of the content isn’t being read by users from search engines.


- A blog is a central pillar of content in every e-commerce’s arsenal. Selecting metrics for tracking users should be based on the KPIs we set for our article section - emphasizes Mariusz Michalczuk, CEO and co-founder of Conversion, as quoted by the report’s authors. - One key goal is to understand whether users are actually engaging with our content.

Bigger Isn’t Always Better. The Internet is Democratic

As the report’s authors highlight, direct sales, building trust and expertise, and finally – supporting brand recognition by increasing site visibility in search results. Regardless of industry, a blog can be a vital part of an online store`s business strategy.

- By publishing the report, we wanted to allow everyone running e-commerce blogs to compare their results with competitors and draw inspiration from leaders in their industry to refine their strategies - comments Wojciech Mazur, CEO of Elephate, in the report`s promotional material. - Importantly, many popular brands didn’t make it into our rankings. This shows that the internet is a democratic place, with space for any company wanting to build its recognition through well-thought-out content marketing and SEO activities.

The full E-commerce Blog Ranking report is available for free download on the Elephate website:
https://www.elephate.com/pl/ranking-blogow-w-e-commerce-raport